ba171 chap5 report
Post on 31-Dec-2015
13 Views
Preview:
DESCRIPTION
TRANSCRIPT
Attention and Comprehension
Chapter 5
Interpretation involves interactions
The activated knowledge influences which information to attend to and how to understand it
People can only comprehend small amounts of info at a time.
Much attention and comprehension occurs with little or no conscious awareness
Aspects of the Cognitive System that Influence Interpretation
Involved in Interpretation
Exposure to informationCritical for consumers interpretation
processes �Two types of exposure to marketing
information1. Intentional 2. AccidentalGoal-directed search behavior by consumers�Levels of intentional exposure to marketing �
information are rather low
Selective Exposure to InformationIncreased amount
of marketing informationin the environment
• Consumers become more adept at avoiding exposure
• Selective exposure
Exposure to information- Marketing ImplicationsStrategies to enhance consumers
exposureto information and products:
• Facilitate intentional exposure• Maximize accidental exposure• Create appropriate level of exposure• Maintain exposure
Attention Processes
Attention ProcessAttention implies selectivity. Attention connotes awareness and �
consciousness. �Consumers need to be:
• Conscious• Alert • Aroused
Attention
Implies selectivity
Connotes awareness and consciousness
Suggests intensity and arousal
Variations in Attention
Preconscious Attention
Focal Attention
Levels of AttentionPreconscious
AttentionFocal Attention
• Uses active knowledge from long term memory• No conscious awareness• Automatic process• Uses little or no cognitive capacity• More likely for familiar, frequently encountered concepts, with well-learned memory representations• More likely for concepts of low to moderate importance or involvement
• Uses active knowledge from long term memory• Conscious awareness• Controlled process• Uses some cognitive capacity• More likely for novel, infrequently encountered concepts, with well-learned memory representations• More likely for concepts of high importance or involvement
Affective States
Involvement
Environmental Prominence
Factors Influencing Attention
• Low arousal reduces amount and intensity of arousal
• High arousal narrows consumers’ focus of attention; makes it selective
• Other affective states, such as moods, (are diffuse and general, and are not related to any stimulus); also influence attention
Affective States
Factors Influencing Attention
Affective States
Affective States
• Determined by the means-end chains activated from memory, related affective responses, and arousal level
• A motivational state that guides the selection of stimuli for focal attention and comprehension
Involvement
Factors Influencing Attention
Involvement
Involvement
• Stimuli associated with marketing strategies can influence consumers’ attention
• Most prominent marketing stimuli are most likely to attract attention
Environmental prominence
Factors Influencing Attention
Environmental prominence
Factors Influencing Comprehension
Knowledge in Memory1.
Involvement2.
Exposure Enivronment3.
Knowledge in Memory• Consumers ability
to comprehend marketing information is largely determined by their existing knowledge in memory.
Consumers are quite familiar with a product category, product form, and product brands.
Consumers have little prior experience with the product or brand.
InvolvementConsumers involvement at the time of
exposure has a major influence on their motivation to comprehend marketing information.
Exposure EnvironmentAffect consumers' opportunity to
comprehend matketing information. These include factors such as time pressure, consumers's affective states and distractions.
Marketing Implications• Marketers need to understand consumers
comprehension processes to design effective marketing strategies
Exposure Environment
Miscomprehension of Marketing Information
Remembering
Knowledge and Involvement
• Marketers should design their messages to fit consumers' ability and motivation to comprehend in order to encourage appropriate comprehension processing.
Knowledge and Involvement
• Consumers’ ability to recall meanings from memory is important to marketers because consumers often do not make purchase decisions at the time of exposure, attention, and comprehension
Remembering
• The type of miscomprehension can vary from confusion over similar brand names to misinterpreting a product claim by forming an inaccurate means–end chain.
Miscomprehension of Marketing Information
• Many aspects of the environment in which exposure to marketing information occurs can influence consumers’ comprehension processes.
Exposure Environment
top related